Case Study – Kentucky Fried Chicken & the Global Fast-Food Industry in de Wit & Meyer

Topics: Fast food, Strategic management, Fried chicken Pages: 6 (1422 words) Published: April 1, 2013
Sunderland Business School

SIM336 (Off Campus)

Strategic Management
- April

2013 -

Individual Assignment Case Study – Kentucky Fried Chicken & The Global Fast-Food Industry in De Wit & Meyer (2004:909-927)

Module Leader: John Dixon-Dawson Submission Date: 8th April 2013 Word Count: 3,000 words

University of Sunderland: Sunderland Business School


This individual assignment will be assessed by means of a 3,000 word report. The assignment has been designed to allow you to develop and use your knowledge and skills in understanding key strategic issues relating to the global fast-food industry. You will be required to apply the strategic concepts and analytical techniques studied in this module. All the learning outcomes below will be assessed: 1. 2. 3. Ability to analyse the complexity of organisations and their environments Demonstrate an understanding of the complexity of the relationships between an organisation and its environment Ability to evaluate existing models against practices of real organisations

The assignment will be marked and moderated by: Module Tutors Please note: 1. All work must adhere to the University regulations on ‘Cheating, Collusion and Plagiarism’ which are provided as an Appendix in your Programme handbook. See your Tutor for guidance on ‘Harvard Referencing Style’, avoiding ‘Plagiarism’, and using Turnitin. A hard copy, an electronic copy on CD or DVD Rom, and a Turnitin Report if possible on the assignment must be handed into your Local Study Centre on or before the appointed date under cover of the Sunderland Business School Feedback Sheet. Issue Date: 15th February 2013 Submission Date: 8th April 2013


3. 4.

Your task is to carry out a critical analysis and evaluation of strategy development in the global fastfood industry, using the information provided and other materials researched. You will be expected to select and apply appropriate theories, techniques and models studied during the module whilst having regard to the practical aspects of strategy development. Your assignment should be presented in a business report format and should be within the range 3,000 +/- 500 words (excluding executive summary, references and relevant appendices). The report should include a title page and executive summary and be fully and consistently referenced, using the Harvard Referencing style. You must also submit a CD or DVD Rom containing an electronic version of the report. This should be clearly labelled with your name, your course and the name of the case study. It is recommended that you research information additional to the case study to support your arguments. This may be obtained from a diverse range of sources and you are encouraged to research the issues in whichever way you deem appropriate.

Assessment Criteria
In the event of failing this individual assignment, normal referral / deferral procedures will apply. This assignment carries a weighting of 100%. The assessment will focus on the level of ANALYSIS carried out. That is, the application of THEORETICAL CONCEPTS studied in the module to the ‘practical’ case study presented. In other words, you should proceed beyond a DESCRIPTION of the company and its actions. You should be analysing ‘why’ rather than describing ‘what’. The assignment will be assessed and moderated by the module team in accordance with the marks allocated to each of the questions detailed below. 10% of the marks are set aside for the ‘report style’ criteria. SIM336 (Off Campus) – Individual Report April 2013 2

University of Sunderland: Sunderland Business School


Academic Rigour  your ability to isolate the key strategic issues  the coherence and depth of the analysis of those issues  the ability to analyse the strategy context within which companies operate  the ability to critically review and evaluate strategic decisions made by companies Methodology  the use of relevant evidence, from...
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